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Apple's iOS 15: 'Enhanced user privacy to the detriment of marketers & publishers' thedrum.com - get the latest breaking news, showbiz & celebrity photos, sport news & rumours, viral videos and top stories from thedrum.com Daily Mail and Mail on Sunday newspapers.
Two-Thirds of iPhone Users Expected to Block Ad Tracking Friday April 9, 2021 7:19 am PDT by Hartley Charlton As many as 68 percent of iPhone users are expected to deny advertisers permission to track them thanks to Apple s App Tracking Transparency feature, in what is beginning to look like a significant blow to the advertising industry (via With the launch of iOS 14.5, apps will have to receive explicit user permission before accessing an iPhone s advertising identifier or IDFA, which is used to track usage across apps and websites for ad targeting purposes. Chief analytics officer at marketing company Epsilon, Loch Rose, said nobody really knows for sure what will happen once Apple s tracking prompts become widespread, but the cost per mille of in-app ads, which is the cost an advertiser pays for one thousand views or impressions, is expected to drop by as much as 50 percent. ....